Job Description

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Overall Integrated Marketing

• Oversee the development of a comprehensive integrated marketing plan and budget to effectively present the Gallery's full offerings, scale audience reach and impact through broad and deep targeting to drive visitorship, revenue and positive visibility for the museum
• Develop and implement a holistic, strategic marketing and communications plan to establish the Gallery as a People's Museum and a top cultural destination for both local residents and tourists to Singapore, inclusive of both arts-engaged and non arts-engaged audiences
• Develop and manage a network of external agencies/service providers (public/influencer relations, creative/digital marketing, media buying & planning) who work together to provide integrated marketing campaigns across earned, owned and paid channels
• Develop, maintain and drive adoption of a relevant and compelling set of brand values and guidelines based on a thorough understanding of the market, audience and company capabilities
• Manage the media engagement strategy for the Gallery, cultivating new contacts and maintaining strong media relations with local, international and digital media
• Develop and manage an engagement strategy for key opinion leaders and influencers in the arts, culture and lifestyle communities
• Manage crisis communications for the Gallery
• Work and co-ordinate with government agencies where needed to support key marketing initiatives
• Manage a team of marketing and communications professionals, arming them with the required processes and marketing technology tools to perform at their best

Exhibition & Programmes Marcomms

• Drive critical acclaim and popular response for the Gallery's collection, exhibitions and programmes via breakthrough advertising, content development, media/influencer relations and promotional campaigns in traditional media and digital/social media where appropriate
• Develop integrated marketing and communications plans for the Gallery's exhibitions and programmes spanning earned, owned and paid channels
• Work with public/influencer relations, media and creative agencies to develop and execute required marketing and communications campaigns
• Execute all media events and initiatives to publicize the Gallery's exhibitions and programmes; e. media conferences/previews, media releases/advisories and story angles
• Execute all influencer relations events and initiatives to generate buzz for the Gallery's exhibitions and programmes
• Strengthen the Gallery's use of direct, targeted marketing using its CRM/Marketing Cloud systems
• Identify and execute marketing tools, including digital/social media, to maximise branding and promotional mileage for the Gallery's exhibitions and programmes

Portfolio Curation, Segment Marketing & Memberships

• Develop and implement an audience segmentation strategy and process to enable segment-led portfolio campaigns for paid, owned, earned channels (cross dimensional, cross channel), including change management & business process operationalisation, e. audience journey mapping, content development and production workflows and systems support (Gallery HQ, itinerary planner, CRM, eCMS). This should cover the full range of audiences from potential converts to semi/full converts as well as the Gallery's KOV psychographic segments.
• Website/Digital re-platforming - work with the Experience Design team to strategize and implement segment-led user experience in terms of audience engagement and content strategy, development & partnerships
• Mass personalisation marketing - further extend the segment marketing approach to personalized visitor journey marketing/engagement en-masse, including the identification of the required systems, processes, content and automation tools to enable the scaling of such an approach with the available team resources
• Collaborate on promotional strategies with neighbouring museums, community entities and art organizations to advance the Gallery's public profile
• Create partnership arrangements that grow revenue, onsite visitation, online traffic, and overall public awareness
• Work with partner organizations, including the Gallery's sponsors, travel agents, tour operators, hotels and hospitality/entertainment establishments to maximize exposure and drive visitorship
• Drive membership/advocacy programmes and international/destination marketing for the Gallery
• Facilitator of Cultural Conversations - investigate how the Gallery can move from one-way online broadcast to two-way conversations with its audiences in the digital realm

Pricing, Promotions and Audience Research

• Oversee the pricing strategy across all Gallery offerings - admission tickets, tours, talks and workshops, events and activities, promotions and membership
• Work closely with Museum Planning & Research team to collect and analyse visitor/visitorship data
• Implement regular brand tracking/awareness studies and manage the Gallery's Know-Our-Visitor research activities (segmentation research, exhibition testing), working in tandem with Museum Planning & Research and Data Science & Analytics teams.

Corporate and Internal Communications

• Work closely with internal and external stakeholders to effectively manage/protect the Gallery's brand image and reputation
• Coordinate the production of corporate materials such as annual reports, corporate brochure and corporate/brand videos
• Support internal communications and employee engagement activities for the CEO
• Coordinate communications with other government agencies such as MCCY, National Arts Council, Singapore Tourism Board, National Heritage Board, etc.

Qualifications:

• Bachelor's degree in relevant subject or the equivalent combination of education and MBA would be an advantage
• 12 to 15 years of relevant working experience in integrated, omni-channel marketing, PR/communications, preferably in B2C in-house Relevant experience in public relations and working with international media preferred
• Experience in e-commerce marketing, customer experience management would be an advantage
• Experience in arts, lifestyle/attractions marketing would be an advantage
• Strong grasp of digital/website/social media, CRM and targeted marketing and its associated marketing technology tools and systems
• Extensive experience in driving digital campaigns to drive rapid audience acquisition, engagement and conversion
• A team player who is resourceful, hands-on, detail-oriented and able to manage multiple projects simultaneously: Ability to multi-task and prioritise; takes initiative and is assertive when required; is meticulous and pays attention to details
• Strong leadership and track record of managing, motivating and developing high-performing talent
• Excellent project management and prioritization skills with attention to detail
• Excellent interpersonal skills and cross-team collaboration skills
• Experienced in managing external agencies and service providers
• Strong analytical and quantitative skills, with very strong understanding of digital marketing analytics and ROI attribution. Experience in market research would be an advantage
• Demonstrated understanding and experience in digital touchpoint engagement development, Google Analytics, SEO/SEM, Search, analytics and CRM
• Working knowledge of Microsoft Office Suite is essential, with ability to learn and adopt new apps

About Us:

National Gallery Singapore is a leading visual arts institution which oversees the world's largest public collection of Singapore and Southeast Asian modern art. Situated at the birthplace of modern Singapore, in the heart of the Civic District, the Gallery is housed in two national monuments - City Hall and former Supreme Court - that have been beautifully restored and transformed into this exciting 64,000 square metre venue. Reflecting Singapore's unique heritage and geographical location, the Gallery aims to be a progressive museum that creates dialogues between the art of Singapore, Southeast Asia and the world to foster and inspire a creative and inclusive society. This is reflected in our collaborative research, education, long-term and special exhibitions, and innovative programming. The Gallery also works with international museums such as Centre Pompidou, Musee d'Orsay, Tate Britain, National Museum of Modern Art, Tokyo (MOMAT) and National Museum of Modern and Contemporary Art, Korea (MMCA), to jointly present Southeast Asian art in the global context, positioning Singapore as a key node in the global visual arts scene.

In 2020, the Gallery was the only museum in Southeast Asia that received a ranking in The Art Newspaper's annual global survey of attendance at art museums, taking 20th place. It was the first museum in Asia to receive the Children in Museums Award by the European Museum Academy and Hands On! International Association of Children in Museums in 2018. The Gallery also won the awards for "Best Theme Attraction" at TTG Travel Awards 2017, "Best Attraction Experience", "Breakthrough Contribution to Tourism" and "Best Customer Service (Attractions)" at the prestigious Singapore Tourism Awards in 2016 for its role in adding to the vibrancy of Singapore's tourism landscape.

We offer job opportunities in our dynamic organisation. Working at the Gallery enhances and cultivates your love for the arts, and offers you a chance to be part of the Gallery's vision.

OUR PEOPLE

At National Gallery Singapore, we develop cultural leaders who make the world better. Our people are united by a shared belief in the power and necessity of art, and work together to create meaningful experiences for our visitors.